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Module 7: Marketing (Semester 2) Module 8: Business Statistics
(Semester 2)
This module aims to provide students with an
introduction to a range of theories and concepts This module aims to:
underpinning key elements of marketing planning
with a focus on the application of those theories and • Develop statistical literacy in students,
concepts to a range of different organisations.
including the ability to think statistically and make
1. An Introduction to Marketing numbers meaningful, focussing on conceptual
2. An Overview of Marketing Planning understanding and recognising the demands for
3. The Marketing Environment dealing with “big data” in an information age.
4. Consumer Behaviour
5. Marketing Research • Provide students with a sound grasp of the
6. The Marketing Mix – Product
7. The Marketing Mix – Price fundamental concepts needed to use and
8. The Marketing Mix – Place interpret statistical tools and procedures which are
9. The Marketing Mix – Promotions used to analyse business data and hence aid
10. Digital Marketing and Social Media informed decision-making, while recognising that
11. Services Marketing detailed knowledge of specific techniques and
12. New Product Development calculations may not be as important as the
13. Corporate Social Responsibility and Marketing knowledge that comes from going through the
process of learning them.
Ethics
• Prepare students for entry to more advanced
modules dealing with quantitative analysis in
business.
1. Data and Variability in Business (or “Why study
this?”)
2. Summarising Data: Measures of Location and
Dispersion
3. Summarising Data: Graphical Presentation and
Frequency Distributions
4. Index Numbers
5. Correlation Techniques
6. Regression Techniques
7. Time Series Analysis
8. Set Theory and Enumeration
9. Probability
10. Probability Distributions
11. Introduction to Statistical Inference
